Target Corp. is targeting budget-minded consumers and moving into the dollar and extreme discount space with its newest private label — or "owned" — brand.
The retailer is launching Dealworthy, which features nearly 400 "everyday" products across four categories: apparel and accessories, essentials and beauty, electronics, and home items. Prices start at less than $1, with most items under $10.
Target said the prices of Dealworthy items are among the lowest customers will find across its assortment. In electronics, some items will be priced 50% lower than any other brands sold at Target.
Dealworthy products will be available in Target stores and on its website starting on Feb. 18. New products will continue to be introduced through early 2025, including power cords, undergarments, socks, laundry detergent, dish soap and more.
"We know that value is top of mind for consumers, and Dealworthy, backed by our owned brand promise, will not only appeal to our current guests but position us to attract even more new shoppers to Target,” said Rick Gomez, executive VP and chief food, essentials and beauty officer.
Target’s owned brands now account for nearly $3 billion in annual sales. The news about Dealworthy comes days after Target said it was relaunching and expanding its up+up brand, which it launched 15 years ago. Hundreds of new products are being added to the assortment
The retailer offers a generous return policy on its owned brands. If a consumer is not satisfied with any Target owned brand item, they can return it within one year with a receipt for an exchange or a refund.